South by Southwest (SXSW) has become the world's largest startup festival. Many say: It's a must-go for startups! We asked a Munich-based startup why it's so eager to attend SXSW. A startup that's already been to Austin also has its say.
Discovering the unknown, gaining new inspiration, and experiencing the ultimate hot shit—that's the main motivation for many who travel to Austin for the first time for SXSW. Attending the festival can become something of an addiction. At least, that's what those who have been making regular pilgrimages to the Texas capital every March for many years claim. But why should a startup go?
More than just networking
For startups, the conference offers not only the chance for inspiration, but especially for those moments when one thing comes together—and becomes much more than two. Because attending promises to be more than just mere networking. Jürgen Enninger, Head of the Cultural and Creative Industries Competence Team of the City of Munich, who has often been to SXSW himself, describes the added value of the trade fair as follows:
First, you get a lot of feedback on your business idea from specialists at home and abroad. Even while waiting in line for the conference program, you can talk about next steps and important contacts.
Second, the decision-makers are on-site. With a bit of luck, you'll get to know CEOs of major international companies.
Third, a wealth of information is exchanged on-site: from mobility solutions to communication innovations to the next big thing. This provides many new impulses for your own business development.
Fourthly, the SXSW experience is topped off by the grand happening character.
However, as a startup, you should invest time in preparation, says Picter-CEO Claudio Ricci:
"Networking at SXSW was harder than expected because it's simply so huge. We should have allowed more time for preparation for meetings, etc. This is something every startup should be aware of."
Picter participated in 2017 and, in addition to making profitable contacts with startups in Munich, also established contact with potential customers in the US. Insights into tech trends and technologies, as well as pitch training, also added value. The startup also benefited from invitations to pitch events in Germany.
All this also awaits Context Lab, one of the five startups that was Competence team for the cultural and creative industries of the City of Munich and was selected by the Bavarian Ministry of Economic Affairs.
"SXSW is the perfect place for us to come into direct contact with many creative people. We want to present our software to thought leaders, innovation drivers, creatives, entrepreneurs, artists, and decision-makers. In other words, exactly the people you can meet in Austin in March 2018."
says Julia Köberlein, CEO of the Munich startup.
How should a startup prepare for SXSW?
And what advice would a startup that has already participated in SXSW give to another startup? Claudio Ricci of Picter has a specific recommendation:
"Plan at least two days to study the program and research who is relevant to you, when and where they will be, and how they can be contacted. Ideally, you should schedule meetings in advance."
At Kontextlab, both founders are going to the trade fair. Bernhard Scholz, Co-founder:
"After launching in the creative capital of Munich, Austin is one of the next steps. We want to grow, reach more people, and become big. In Austin, we hope to establish some of the international contacts necessary for this."
After all, Austin is the place where people from all over the world want to discover the latest hot shit. And that can come from Munich, too.
